Building change management capabilities for communications specialists

In today's constantly evolving business landscape, change is a constant. Organisations must adapt to stay competitive, and this often requires significant changes in strategy, processes, and technologies.

As a communications specialist, you play a critical role in helping organisations communicate change initiatives to employees, customers, and stakeholders. However, to be truly effective in this role, it's essential to understand the change management process and how communication fits into the broader picture. By building change management capabilities, you can enhance your value to the organisation and help drive successful change initiatives. In this article, we'll explore some of the benefits of building change management capabilities for communications specialists.

A better understanding of the change process

As a communications specialist, you are likely familiar with the importance of crafting messaging and developing communication strategies to support change initiatives. However, to be truly effective, it's essential to have a deep understanding of the change process itself. PROSCI change management provides a structured approach to managing change that focuses on the people side of change. By building change management capabilities, you'll be better equipped to understand the impact of change on individuals and the organisation as a whole. You'll also be able to guide leadership teams on how to navigate the change process successfully.

Develop a strategic mind-set

Communications specialists often work in a tactical role, executing communication plans and initiatives. By developing your skills, you'll be able to take a more strategic approach to change management. You'll be able to develop a clear understanding of the change, its impact, and the stakeholders involved. You'll also be able to identify potential risks and develop strategies to mitigate them. Additionally, you can ensure that communication initiatives are aligned with broader change objectives of the organisation and contribute to the overall success of the change initiatives.

Enhance your credibility with leadership

Communications specialists often work closely with leadership teams to communicate change initiatives. By acquiring the required skills to drive change, you can enhance your credibility with these teams by providing valuable insights and guidance on the change process. You'll be able to offer a broader perspective on the change initiative, highlighting potential risks and opportunities. By doing so, you can position yourself as a trusted advisor to leadership teams, enhancing your value to the organisation.

Provide better support to employees

Change initiatives can be unsettling for employees, and effective communication is critical to helping them navigate the process successfully. When you understand the change process and how it impacts employees differently, you'll be able to provide more targeted support to employees. You'll be able to develop communication strategies that take into account the impact of change on individuals and the organisation as a whole. You'll also be able to guide how to manage the change process effectively, helping employees to feel more supported and engaged.

Enhance your career prospects

Lastly, by acquiring these skills and knowledge, you can position yourself as a valuable asset to organisations that are undergoing change initiatives. You can also explore new career opportunities in change management, where you can apply your communication expertise in a broader context.

In conclusion, building change management capabilities can provide numerous benefits for communications specialists. By better understanding the change process, developing a strategic mind-set, enhancing your credibility with leadership, providing better support to employees, and enhancing your career prospects, you can make a meaningful impact on your organisation and advance your career. If you're considering building these capabilities, it's worth exploring the various certification options and developing a plan to acquire the necessary skills and knowledge to succeed in this exciting and growing field.

*Paulina Mbango is a PROSCI-certified change management practitioner and communications specialist with experience in the financial services, mining, and governance sectors. Write  her at This email address is being protected from spambots. You need JavaScript enabled to view it. or learn more at

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Last modified on Tuesday, 25 April 2023 11:59

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